Abstract

The case discusses the launch of Bud.TV and the reasons behind its inability to retain the initial number of unique online visitors on its site. Bud.TV promoted by Anheuser-Busch, was launched with fanfare after the Super Bowl and was eagerly awaited for its direct-to-consumer approach to marketing. Bud.TV had seven online channels each featuring a different genre of programs. The content was provided by some of the well known media companies and companies owned by Hollywood celebrities. In the first month of its launch, Comscore Media Metrix reported that Bud.TV was able to attract only around 253,000 visitors. Industry experts felt that Bud.TV’s cumbersome registration process and excessive product placement were said to be the cause of low turnout at its site.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Critically analyze Anheuser-Busch’s direct-to-consumer approach
• Understand Bud.TV’s pre-launch marketing strategies
• and Examine the reasons for the low turnout of unique online visitors on Bud.TV site.

Keywords

Anheuser-Busch Companies Inc., Bud.TV, Online Advertising, Direct-to-Consumer Marketing, Advertising Campaign, Unique Visitors, Age Verification System, Reality Shows, Online Videos, Top Advertiser Websites in US, Bud.TV's Programs